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Customer Surveys
Ten Ways to Increase Responses to Your
Customer Surveys
Customer surveys can be very valuable to businesses. They help identify strengths and weaknesses and they let you know what your customers want. However, many survey efforts fail to get a satisfactory response. Here are 10 ways to increase the number of customers who will take the time to answer your questions.
1. Questions should be clear and concise.
2. The total number of questions should be kept to a minimum. If you have
a lot of questions consider splitting the questions between two or three surveys
and sending each to a different random sample.
3. Survey a small random sample of your customers (5% is enough) and you
will be able to afford to send a follow-up letter to those who do not respond.
4. Include a personal letter (not "Dear Client") asking
for help and sign it.
5. Start the survey with the simplest and most interesting questions. This
will draw the reader in.
6. If the survey results will be of interest to your customers, promise to
send the results to all participants.
7. Offer a small gift as a token of appreciation for your participants' time.
8. Include a postage-paid return envelope.
9. Instead of a mail survey, phone a small random sample of your customers
and ask the questions. Survey
Tools for Windows allows you to see the questions on your PC and to enter
the responses immediately.
10. Set up your customer survey on a PC in your store and invite customers
to take it. This can be done with a disk-based survey or a survey on your web
site. Survey Tools for
Windows makes both of these survey administration methods very easy to
set up.
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